We all know stereotyping in the physical world is unacceptable, but should that same lesson extend into the social and digital marketing spheres? What assumptions can I make about someone coming from Univision.com? What about Complex.com? Is there a different path to purchase for African Americans, Latinos, Asian Americans, or the LGBT consumer than their Caucasian, non-Hispanic counterparts? Is this true for every category? You might buy hair products leading with your ethnicity - but what about a computer? Interactive marketing allows you to move beyond your customers demographics to look at a larger, arguably more relevant lifestyle segmentation. Knowing when and how to think about diverse segments is a must for today's marketers. Gaining greater access to some of the most lucrative and fastest growing customer groups will help you rise above your competition or retain your market share.